Dot Slash Dash Reveals Japan Expansion and 2024 Business Plan for Global Growth
On the 29th of February, Korea’s reward-based short-form marketing platform, Dot Slash Dash, held a press conference to announce its brand achievements and its business plan for 2024.
Dot Slash Dash is a short-form marketing platform that combines content and commerce. It allows individuals to record short daily videos within the app, and companies can purchase these videos for branding purposes. The platform has seen steady growth since introducing a “cashable reward system” in September last year.
During the conference, Changwoo Lee, the CEO of Dot Slash Dash, presented the growth following the introduction of the reward system, alongside key indicators. As of the fourth quarter of 2023, there was a significant increase in several metrics compared to the previous quarter: a 44% increase in app installation marketing efficiency, a 98% increase in short-form uploaders, a 249% increase in the number of short-form uploads, and a 70% increase in short-form viewing time.
Additionally, as of January 2024, the platform has achieved a growth curve with 600,000 cumulative short-form videos, 550,000 downloads, 78,000 monthly users, and 250,000 cumulative subscribers.
CEO Lee highlighted the focus on targeting users who create content based on personal interests rather than on sensational and volatile short-form content as a key growth factor. He pointed out the platform’s efforts to circulate quality and sensitive videos, provide experiences where user videos are utilized in brand campaigns, introduce a reward system for video usage, and facilitate collaborations between the platform’s creator group, Society, and brands.
For its 2024 business plan, Dot Slash Dash announced it would add a communication feature called “Memory Link” to the app to enhance the user experience. This feature aims to connect users who share the same experiences, such as locations, hobbies, or brands, focus on their communities to increase interaction and usability, and maximize marketing campaign effects in conjunction with brands.
The company also discussed the upcoming introduction of AI video analysis technology and AI video automatic generation features in the second half of the year. These advancements will enable companies to receive customized video content more quickly and at a lower cost.
Lastly, Dot Slash Dash unveiled plans for a global version launch, starting with an expansion into Japan in the second half of this year. In line with its global market entry, it plans to introduce an automated advertising system. This system will allow brands or advertisers to expose their ads to content with their desired keywords and deploy advertising campaigns to their targeted audience.
CEO Changwoo Lee stated, “The era of performance marketing, focused on simple numbers and one-time outputs compared to inputs, is coming to an end, and a new era of marketing paradigms is arriving. Dot Slash Dash will leap into a global content platform by presenting a new form of content commerce through a differentiated business model, quality content, and the introduction of AI technology.”
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